All TV is "connected" now. OTT/CTV, social video, AVOD, YouTube and more are more data driven than ever. But in the last year we also saw how even traditional linear broadcast had to move viewers onto other screens to convert. Marketers' expectations have been raised. All video must move measurable needles to earn its place in the budget.
MediaPost's TV and Video Insider Summit will focus on measurability, accountability, performance and how are marketers using sight, sound and motion across screens to drive the bottom line.
Cancer Won’t Wait: OTT User-level Conversion attribution though usage of exposure data for Cookieless Closed Loop Reporting
Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) needed to reach prospective patients by providing them with information regarding cancer-only (non-acute) hospitals in their region. Learn how CTCA, together with Merkle, launched a targeted OTT/CTV campaign to inform patients of nearby facilities that were available for treatment, resulting in a cost per conversion of 60% lower than the cross-channel average.